Hull fans successfully lobbied the FA to reject the club's attempts to change the name last season. Photograph: Ed Sykes/Action Images

Hull City unveiled a new club crest on Friday morning, with the design not incorporating the team name. The fresh logo features the tiger’s head which has been depicted on four of the club’s seven previous badges, but does not have the club’s name on it.

The chairman, Assem Allam, wanted to rebrand the club from Hull City AFC to Hull Tigers, citing the word city as “common” and claiming the club would be more marketable on the continent if known as “Tigers”.

His wish was not granted by the Football Association but the club continue to use the name Hull City Tigers in statements and commercial operations. Allam had said he would appeal against the decision – which came in April – but there has been no official comment since.

The supporters’ group, City Till We Die, said in a statement: “CTWD is hugely disappointed that the club has chosen to introduce a new badge without any consultation with supporters, especially having promised that consultation would take place.

“There is no reasonable rationale for changing a badge that has been proudly worn by Hull City players who, in its existence, have achieved four promotions, top-flight football and reached an FA Cup final.

“(Vice-chairman) Ehab Allam states that due to time constraints ‘consultation with the fans about the new crest wasn’t possible’. This is, quite simply, untrue. This redesign has not happened overnight. A supporter consultation could have easily, and quickly, been conducted if the club wanted it.

“By not asking its loyal customers the club has reneged on a promise made in a statement on August 9 2013 that a ‘new badge, to be used from the 2014-15 season, will be designed and created in consultation with fans’.”

Allam’s son and vice-chairman, Ehab, said the new crest, which has the club’s formation year of 1904 on it, helps celebrate Hull’s history as they head into European football for the first time.

“This is a more stripped back and modern approach which still celebrates the club’s heritage and history by focusing on our famous and well established Tiger’s head,” he said. “We have also introduced ‘1904’ to the crest to document the year our club was formed. Our first ever step into European competition is a new era for us all and we are all excited about the season ahead.”

The club said on their official website that “due to the timescales involved in approval and production of our new playing kit, and due to the late nature of the decision on our application to change the club’s name, consultation with the fans about the new crest wasn’t possible”.